Why ‘Personas’ Are the Secret Sauce for Effective Marketing Automation Campaigns and the Key to Achieving a ‘Mass One-to-one’ Strategy

Adam Needles analyzes why ‘personas’ are the secret sauce for effective marketing automation campaigns and the key to achieving a ‘mass one-to-one’ strategy. This piece dispels mythology and focuses in on what personas really are, and what are they not. Moreover, it addresses address why personas are such a good fit for the new challenges we face today as B2B marketers.

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The ‘Halo Effect’ of a Marketing Accountability Mindset – Amplifying Your Marketing Effectiveness

Adam Needles discusses the ‘halo effect’ of marketing accountability — i.e., the positive transformation in performance and mindset that results from embracing a new approach to marketing — and why marketers must embrace marketing accountability.

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My New B2B Marketing Advocacy and Evangelism Role

Adam Needles provides an update to Propelling Brands readers on his new B2B marketing advocacy and evangelism role at Silverpop and on the future of content on the Propelling Brands blog.

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Online Compiled Lead Sourcing Providers – Assessing Their Value and Understanding Their Evolution

So what’s new with the online compiled lead sourcing crowd — vendors such as Jigsaw and ZoomInfo — and how do we break down the vendor landscape? Moreover, how are they innovating to keep pace with the tidal wave of change in integrated marketing management technology? And what does this mean for marketers? Adam Needles provides analysis and context of around this segment.

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The Inbound Marketing / Marketing Content Management Crowd – A Fourth Camp?

What is inbound marketing, how is it tied to marketing content management and what does this all mean for marketers? Moreover, is this a real ecosystem of solutions, or is it merely a Hubspot phenomenon? Adam Needles tackles these questions in a new post.

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Q and A … Eloqua’s Steve Woods on ‘Digital Body Language’

In this Q and A with Propelling Brands, Eloqua CTO Steve Woods talks about his new book, Digital Body Language — Deciphering Customer Intentions in an Online World, which presents a new way for marketers to think about their roles and how they engage with customers in the Internet age. In this book, Woods shows “… that, by embracing the concept of digital body langauge, marketers can re-engage with sales colleagues on a more strategic level and increase their value to the enterprise.”

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Top 20 Integrated Marketing Management Platforms 1 of 3: Marketers’ Needs + Technology Landscape

Adam Needles defines the integrated marketing management platform segment both from the standpoint of marketers’ needs and from the technology landscape of vendors. This is the first in a three-part series of posts on integrated marketing management platforms. The next post will present insights for marketers into analyzing their needs and selecting a platform that is the right ‘fit’ for their organization. The final post will present snapshots of the top 20 vendors I’m watching and that I believe are representative, forward-thinking leaders in this segment.

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